Campaign-level negative keywords rolled out to all Performance Max advertisers

Campaign-level negative keywords, previously in beta since DMEXCO 2024, began rolling out to all Performance Max advertisers over the following weeks. Advertisers can now exclude specific queries for brand suitability or other reasons.

Initially capped at 100 negatives per campaign; the limit was raised to 10,000 in March 2025 (see separate entry). Announced in the January 23, 2025 Performance Max roundup on the Google Ads & Commerce Blog.